What I found out recently that worked great for me is using a question as you url structure. For example if my keyword is car insurance my url would be:

Www. Mysite/whats-the-best-car-insurance.html

iv been doing this for a while now and it's working great. As for your emd concern, the emd itself is not penalized but rather the content. As long as your emd site is getting updated frequently then you should be good.

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